GM gets its share of knocks these days (see “GM, Is That All You’ve Got?”) and deservedly so. But when the company does something right, however small, it should get its props.

Last week I spotted a full-page newspaper ad featuring little more than a beauty shot of the 2010 Cadillac CTS Sport Wagon and the simple headline, “Sorry About The AppleCart.”

It took me a minute (just one, mind you) to realize what the ad was trying to say. When I did, I was pleased–not only because I was then in on the joke, but because GM in this case actually respected the intelligence of its customers.

I have no doubt that some people who see the ad won’t get it, at least not at first. And if they have anything to do with GM, Cadillac or its ad agency, they’ll make their displeasure known. But Cadillac buyers aren’t dummies, and by reflecting an understanding of that in its advertising the brand makes itself look smart.

Is the concept brilliant? No, as is typical for most automotive advertising. But the fact that the people who created it managed to keep the headline from being explained, dumbed down, or killed entirely is a credit to them.